PORTFOLIO
Because standing out
is outstanding.
CONTENTS 5
FEATURE ARTICLES At first glance, it’s a Pablo Picasso painting come to life through a canvas of greenery...
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TAGLINES Quench your Earth...
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ADVERTISEMENTS Proof. It’s in the details...
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CASE STUDIES Our invitation was as straightforward as a snowball to the head...
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CHILDREN’S EDUCATION The pea-sized pituitary (say “puhtoo-uh-ter-ee”) gland releases special hormones that make you grow big and tall...
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EVENT COLLATERAL We’re celebrating three revolutions...
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ADVERTORIALS From the day the submarine slipped under the Atlantic Ocean, to the day it was resurrected 137 years later, it has inspired individuals and organizations alike...
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Tap that.
Managing IT with integrity
tee shirt copy for bartenders
tagline for IT company
NEWSLETTERS If it’s sights, scenery and Southern charm you’re looking for, take a guided tour of historic Charleston...
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WEB SITES Nestled on the shoreline, thrives a community like no other...
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CREATIVE PRESENTATIONS Because dinner can’t be served until the table is set...
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I’m a dime short of a poptart. a joyism...
WRITER’S NOTE
P
Joy Hulse is a freelance copywriter with over seven years of experience in developing copy that engages the reader and enhances the brand relationship. For raves and more about Joy, please visit www.enjoycopy.com.
sychologist and r e n o w n e d motivational speaker, Sean Stephenson, once said: “Words are more than just letters squeezed together: they’re packages As a of emotions.” copywriter, these are the words I work and live by. Choreographing a positive experience between brand and reader begins with emotions. It begins with the choice of words. Out of the 250,000 words in the English language, you’re sure to encounter choices. But which one r e s o n a t e s phonosemantically with its neighbors? Which one is associated with a current social trend which could further enhance the desired emotion? Selecting the right word is an experience in itself.
enjoy (hence the company name: Enjoy). As you’ll read in the proceeding pages, I’ve had some pretty amazing experiences as a writer. I’ve learned lessons of pride and persistence from an artist struggling with segregation in a small southern town. I’ve discovered the power of laughter from a breast cancer survivor. And I’ve witnessed the rebirth of a brand after enduring a century of turmoil. And now I’m sharing those experiences with you. Page by page.
Enjoy...
As a writer, researching the subject, interacting with others involved, and going through “the process” is an experience. An experience I
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FA V
Special Find FEATURE STORY Bright lights, big city? Think again. This South Carolina Vacation Guide article encourages tourists to step off the beaten path and discover something (and someone) special in a small town.
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Made to We just had quintuplets!
Clariti Financial
billboard announcing five branch openings for an Orlando bank
new name for b2b merchant services group known for skipping the fine print
campaign slogan for an allnatural energy drink
Some strings become pretty little dresses. Our’s have a different destiny.
Elevate your style.
We’ve got you covered.
tagline for clothing boutique with “loft” in name and a specialty service in updating wardrobes
tagline for manufacturer of life-saving materials and reliable customer service
print ad copy for industrial weaving company
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Tap that.
Managing IT with integrity.
tee shirt copy for bar focusing on increasing draft beer sales
tagline for IT company with a record of honest work, products and relationships
Quench your Earth.
I’m a dime short of a poptart. a joyism... just thought I’d throw it in here
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Double Take B2B PRINT ADVERTISEMENT As a vital piece in the rebranding of a long-standing manufacturer, this ad was published in an international trade publication to reach out to deflected customers.
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Bringing the Heat CASE STUDY
With a record of successful campaigns, this ad agency had me put the proof to paper for use in their new business marketing collateral.
bounce creates a campaign so hot it
thaws a city South Carolina Parks, Recreation and Tourism: Time To Thaw
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THE RIGHT CHALLENGE Last winter, when South Carolina's Department of Parks, Recreation and Tourism was looking for ways to reach
out and attract additional visitation from our frozen friends up north, we knew that meant we'd need to turn up the heat.
THE RIGHT IDEA The freezing and unsuspecting Windy City commuters were experiencing record-setting cold. Meanwhile in South Carolina, the warmer climate meant that the beautiful beaches and amazing golf courses were ready and waiting. Our invitation was as straightforward as a snowball to the forehead: “Time to Thaw!” For one fun, frosty month, the four busiest below-ground parking garages in downtown Chicago were warmed by highly engaging and truly unexpected messages driving home
the “Time To Thaw” message and directing them to visit the program's dedicated website: timetothaw.com. And once our audience reached street level, the messaging blitz continued with two double-decker buses wrapped for three-dimensional props and a wrapped trolley serving as a mobile visitors' center and a sample of southern hospitality. In addition, liveread radio spots designed to reach Chicagoans at their desk and in their cars brought the message home. It was Time To Thaw.
THE RIGHT ANSWER As a result of the Time To Thaw effort, the goal of generating buzz and PR around South Carolina tourism and increasing web traffic met and far exceeded expectations. As soon as the campaign broke, commuters began interacting with the installations, sparking a wildfire of photographs, blog postings and magazine articles, spreading the campaign exposure across the world. This buzz went global, resulting in almost a half million dollars in added promotional value.
Timetothaw.com had over 1.2 million views on its Hot Deals page alone and over 135 million additional impressions. And by funneling visitors to the state's m a i n p a g e , t r a ff i c t o DiscoverSouthCarolina.com increased by 22% over the same time the year prior with total unique visits up 24% and total repeat visits up 28%. Inquiries to South Carolina were up 51% from our chilly Chicago friends and 53% from IL. And by the way – we came in under budget. Now that's a hot campaign!
{ Supporting the Girls HOSPITAL SYSTEM NEWSPAPER INSERT To a readership with some of the highest breast cancer rates in the country, this community outreach piece brought not only awareness, but it also offered hope and compassion.
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These fun and functional (say “funkshun-uhl”) tidbits were provided to tots by the local hospital system in effort to improve the community’s health and wellbeing, beginning at the elementary (school) level.
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Kidspeak PUBLIC SCHOOL NEWSLETTER
My Brain Weighs
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BACK
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Creativity Unwound EVENT INVITATION When the client is an ad agency and the audience is full of those quirky creative types, you know you’ve got to produce something a little wacka-doodle just to get them to read it.
Talking the Talk
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AD AGENCY’S WEB SITE COPY
This web site copy conveys a sense of creativity, along with a strong sense of direction toward successful strategies. It’s the perfect message coming from a creative ad agency.
Our HQ is not your usual cubical farm producing your usual cubical concepts. Instead, it's a centuryold loft built on the heritage of solid craftsmanship, flooded with bountiful sunlight. It's an environment that nourishes creativity, stimulates the growth of ideas and cultivates strategies that will stand the test of time. It's this g a r d e n - l i k e atmosphere that enables us to take brands from...
s u r v i v i n g to t h r i v i n g. 14
{ Making a Comeback B2B COVER STORY As a vital role in a comprehensive brand overhaul, this advertorial not only highlights the company’s history of providing quality products, but the organizational strength that comes with age when competing on a global scale.
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{ News Worthy TOURISM E-NEWSLETTER This SC tourism e-newsletter was written to entice readers to get out this fall to “discover South Carolina.”
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{ Words that Heal MEDICAL HEALTH ARTICLE This newsletter article not only promoted the hospital’s qualified doctors and innovative technology, but also offered hope in recovery to a readership with some of the highest breast cancer rates in the country.
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A New World REAL ESTATE WEB SITE
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How does one describe a real estate development that is still being developed? You do it by painting a picture with the right words to move the target buyers.
Redefining a sense of community
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estled on the shoreline of Lake Marion in Santee, South Carolina, thrives a community like no other. One that is vibrant with the colors of life. One painted with nature in the foreground, not the background. One warmed by the rays of southern hospitality and lulled by the scent of fresh pine and cedar. It's a down to earth community brought together by a common appreciation for nature. It's Lakewilde‌.. where the road is less traveled. Serenity is the lay of the land at Lakewilde. Of the 380 gently rolling acres, over 100 acres are dedicated to wildlife conservation and community gathering space. Charming homes, crafted with efficiency and sustainability in mind, are tucked away in the privacy of the organic setting and their residents are drawn to the surrounding natural beauty during all seasons of the year. A gazebo is perched high on a hill featuring a panoramic view of the lake, offering an idyllic place to sip on wine and share stories with friends. Other great amenities like a covered pavilion for cooking out and entertaining with friends and a community garden, along with winding trails, sunny docks, and abundant ponds, enable residents to partake in activities like walking, hiking, fishing, horseback riding, wildlife viewing, kayaking, canoeing and simply enjoying the company of like-minded souls. At Lakewilde you can experience the peacefulness of being alone in the ornamental garden or participating in the many varied events planned such as yoga and health workshops, kayaking classes, and live music at the community pavilion.
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It’s not easy being green and this article demystifies the eco-friendly features of Southern Living’s Showcase Home.
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Home Green Home GREEN LIVING ARTICLE
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Fresh Appeal LETTER OF APPEAL
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When a national non profit organization approached me to help with their annual letter of appeal, I quickly threw out the idea of a letter. Instead I developed this concept to keep the copy to a minimum and, instead, graphically highlight the accomplishments of previous donations. It ended up being much more appealing and successful.
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he writer who breeds more words than he needs, is making a chore for the reader who reads. ~Dr. Seuss